Leslieville BIA


Branding A Neighbourhood

Toronto’s east end isn’t what it used to be. Rundown buildings have been transformed into trendy restaurants and coffee shops have opened up alongside rejuvenated parks and plazas. This change paved the way for the creation of the Leslieville BIA.

As active community members, we were contracted to help develop the brand. With enormous community support and a lot of hard work, we were able to unite neighbours with business owners and create a brand everyone could stand behind. Here’s how we did it.

We began with local engagement and feedback. With approval from the BIA, we documented our discovery process on Facebook, welcoming real-time feedback from residents, business owners and BIA marketing committee members. We asked questions, discussed our research and from there, brought 10 visual identity concepts forward for an online vote.

Selected by residents and business owners alike, the chosen concept had overwhelming support. With major design consideration inspired by the community’s green spaces and unique shops, the iconic Leslieville bench concept was chosen. Its flexibility with colour and quirky illustrative design reflect the individuality of the area, and the installation of park benches inspired by the logo are scheduled to hit the street summer of 2015.